How AI Is Reshaping Local Visibility for Aesthetic Practices
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Google Just Changed the Rules on Reviews
In this video, Etna Interactive CEO Ryan Miller discusses an important update affecting Google reviews and online reputation management for elective healthcare practices. If you’ve noticed legitimate reviews disappearing from your Google Business Profile, this change may help explain why. Follow along to learn what changed in Google’s review policies, why reviews that mention staff... Continue Reading
How Often Should You Update Your Website?
Most medical and aesthetic practices should evaluate their website every year and plan for meaningful updates every 2 to 3 years. A full redesign may be needed sooner if the site is slow, difficult to manage, outdated visually, underperforming in search, or failing to convert visitors into patients. Your website isn't a static brochure. It's... Continue Reading
How To Rank in AI Search Results: Why Online Reputation Shapes Visibility
If you want your practice to appear in AI-generated answers, look beyond keywords alone and start strengthening the public signals that help answer engines understand and trust your brand. Platforms like ChatGPT, Perplexity, Claude, and Google’s AI Overviews are shaping how patients discover healthcare providers, and they increasingly use public signals of trust, relevance, and... Continue Reading
AI Search Is Rewriting the Rules of Reviews for Elective Healthcare PracticesÂ
Patient reviews now play a fundamentally different role in elective healthcare search. Reviews actively inform how AI systems rank, shortlist, and recommend practices — directly shaping which providers are seen in the first place. As a result, reputation now shapes both patient choice and practice visibility — influencing who gets booked and who gets recommended in the first place. Below, we outline what’s changing... Continue Reading
How Answer Engines Are Changing Search for Healthcare Practices
Ryan Miller’s Comprehensive Overview on Answer Engines and the Future of Search Ryan: Hi again, it’s Ryan Miller with Etna Interactive. Whether you’re a CEO of a private equity firm owning several elective healthcare practices, a solo practitioner, or a marketing manager, today I want to talk you through the changes happening in online search and how... Continue Reading
Getting the Most From Your CRM: 9 Expert Automations That Transform Aesthetic Practice PerformanceÂ
Most aesthetic practices are sitting on a powerful CRM that’s acting more like a contact list than a growth engine. This article lays out a practical, step-by-step action plan with 9 proven automations that you can implement to plug revenue leaks, speed up response times, and tighten follow-up across the entire patient journey. Use it... Continue Reading
Feedback Is the Future: How to Build a Culture of Co-ElevationÂ
At Etna Interactive, we believe that meaningful feedback isn’t just a soft skill—it’s a strategic advantage. In a keynote that resonated deeply across our team and clients, bestselling author and leadership coach Kyle McDowell shared a compelling message: if we want excellence, we need to normalize feedback. Not as criticism, but as care. Not as... Continue Reading
